The Checkout: Beauty
Edition explores how female shoppers interact with the beauty category and
dives into the nuances of specific product types. The report analyzes which
products women deem essential, their brand loyalty versus exploratory behaviors,
and how they research the category. For instance, women claim to go straight to
the store when they need to make a purchase, but they do in fact research the
category online (i.e., beauty blogs)—just in a more ongoing and recreational mind-set.
As marketers, how can we make it easier for them to jump from consumer to
shopper mode while they engage with the beauty category in the Pre-Tail® phase?
To read more about how women shop the beauty category, click
here for the latest edition of The
Checkout. Or here to explore pasts issues of The Checkout.
